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Marketing Budgets Rise, Determining Multichannel ROI, Metrics Remains A Challenge

Marketing Budgets Rise, Determining Multichannel ROI, Metrics Remains A Challenge | In PR & the Media | Scoop.it

As digital budgets rise, agency and client grasp of ROI erodes
SUMMARY: Marketers are increasing their digital budgets while fewer of them grasp their return-on-investment, according to an Econsultancy survey for Responsys. More than 7 in 10 companies say they will spend more on digital, but the number of them saying they have a "good" or "very good" understanding of ROI dropped from 55% to 50%, the study showed. Agencies report that their clients' understanding of digital ROI is also eroding, with 36% ranking it "poor" or "very poor.

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The Problem With Measuring Digital Influence | TechCrunch

The Problem With Measuring Digital Influence | TechCrunch | In PR & the Media | Scoop.it

Social media is a required avenue for brands to engage their customers. However, social media engagement is primarily based on conversations and personalized interactions that are difficult to scale. Influencer marketing provides brands with the leverage to reach many by engaging only a few illusive influencers. This strategy depends on the accurate measurement of people’s digital influence, so brands can figure out who they need to engage. Although this spawned an exciting new industry around influence measurement, there are also many problems around influence measurement that brands need to understand.

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